Head and Heart—The President and First Lady

We’ve been looking at the role of emotions in the marketing of the two candidates for the President of the United States.

It’s worth noting, however, how the President and First Lady represent a gendered division of labour between the head and the heart, or reason and emotion.

The President embodies reason, deliberation and decision-making.

The First Lady embodies emotion, especially caring and compassion.

Thus while candidates do their utmost to corral the emotions of voters, once they’re elected they’re expected to prevent their emotions interfering with rational decision-making—unless there is political advantage in not doing so.

That emotions are central to ‘rational’ decision-making we will consider separately.

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